Virtual reality and gamification in marketing higher education: a review and research agenda

Purpose The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda. Design/methodology/approach A literature...

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Bibliographic Details
Published in:Spanish Journal of Marketing - ESIC 2021-10, Vol.25 (2), p.179-216
Main Authors: Loureiro, Sandra Maria Correia, Bilro, Ricardo Godinho, Angelino, Fernando José de Aires
Format: Article
Language:English
Subjects:
Bibliometrics
Computer science
Coronaviruses
Data analysis
education
Educational research
Gamification
Health sciences
Higher education
Keywords
learning process
Literature reviews
Marketing
Queries
student engagement
Students
text-mining
Virtual reality
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Summary:Purpose The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda. Design/methodology/approach A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles. Findings From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research. Originality/value There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field. Propósito En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificación para involucrar a los estudiantes en la educación superior en marketing, se identifican los principales temas de investigación tratados, las lagunas de investigación y se sugiere una agenda futura de investigación. Diseño/metodología/enfoque Una revisión de la literatura basada en dos búsquedas en Web of Science (WOS) permitió identificar 115 artículos. La minería de textos se utilizó para realizar un análisis de texto completo de los artículos relacionados con RV y gamificación en la educación superior. Los autores también compararon las características más destacadas de los artículos. Hallazgos A partir de este análisis, se encuentran y analizan cinco grandes temas de investigación: metodologías de enseñanza y educación, experiencia y motivación, compromiso de los estudiantes, aplicadas a la RV y la gamificación. Basándose en esto y siguiendo el marco del TCCM, el artículo proporciona una agenda futura de investigación. Originalidad/valor No hay una revisión exhaustiva que explore los temas, las teorías, construcci
ISSN:2444-9709
2444-9695
2444-9709
DOI:10.1108/SJME-01-2020-0013